An audio fishing lure system for attracting fish using preselected audio content includes a fishing pole, a fishing line, a lure or hook, an audio source, an aural encoder, and an underwater transducer. Sound reproduced by the audio source, such as a radio, cassette player, or digital playback device, is electrically communicated to the encoder, which correspondingly generates sound waves that modulate the fishing line. The fishing line is optimized to serve as a transmission line. The audio information propagates along the fishing line, into the water, and to the transducer, where the mechanical waves are transformed to sound waves and transmitted into the water, thereby delivering sound to the region about the bait and attracting fish responsive to such content. Preferably, the audio source is provided with a selectable format of audio recordings of bait species having demonstrated or empirical attractiveness to target fish species. Accordingly, the angler may accordingly a recording best suited for the target fish specie of interest.